Worcester Business Journal

18 Worcester Business Journal | January 27, 2025 | wbjournal.com By Angelo Padin Angelo Padin is the owner of Hollywoo Studio in Leicester. 6) A new era. The independent filmmaking landscape has never been more promising, especially in Central Massachusetts. With industry shifts, technological advancements, and local resources, the region has become fertile ground. 5) Industry shifts have opened doors. The strikes of the 2020's exposed systemic challenges in the entertainment industry, resulting in inflated production costs for major studios. This created an opportunity for independent filmmakers to step in and provide high-quality, cost-effective content. Audiences are craving fresh, diverse voices, and Central Massachusetts offers a sup- portive environment for storytellers. 4) Tax incentives in Massachusetts. Massachusetts is one of the most filmmak- er-friendly states in the country, thanks to its generous tax incentives. Productions can receive up to a 25% tax credit on qualified expenses. 3) Technological advancements have leveled the playing field. The cost of pro- ducing high-quality media has plummeted. Cutting-edge cameras, drones, and editing software are more accessible than ever, en- abling independent filmmakers to produce professional-grade films. 2) New creative spaces. Places like Hol- lyWoo Studio are redefining what it means to be an independent filmmaker, offering affordable access to modern equipment, soundproof studios, and collaborative spac- es. HollyWoo provides a safe and inspiring environment where filmmakers can focus on storytelling rather than worrying about pro- hibitive costs, with the mission of nurturing the next generation of creatives. 1) A thriving creative community. Central Mass. boasts a growing network of talented writers, actors, and crew members eager to collaborate. Filmmakers can tap into this pool of passionate professionals who are commit- ted to producing impactful stories. Combined with the region's affordability and rich cultural history, it's the perfect breeding ground for independent cinema. Central Mass. offers the perfect combination of resources, incentives, and community support. Mastering LinkedIn's video carousels BY SLOANE M. PERRON Special to WBJ W elcoming a child into a family is a time for celebration. is marks a transition, not just for the new parents, but for their places of employment. As a result, managers must create policies allowing them to support their parental-leave employees while maintaining team productivity. Establishing family friendly practices. Family-friendly initiatives benefit both the employee who feels supported and the employer who increases retention numbers. e United States is the only industrialized nation that does not mandate paid parental leave, according to Walden University. However, 77% of workers cited in Walden's study indicated Supporting employees on parental leave Julia Becker Collins is the Chief Operating Officer of Northborough-based Vision Advertising, a full-service marketing agency celebrating 25 years of client success. BY JULIA BECKER COLLINS Special to WBJ W hat makes you stop scrolling: a text post, a photo, or a short video? Short-form videos -- like TikToks, Instagram Reels, and YouTube Shorts -- prove people crave quick, engaging, and attention- grabbing posts they can fit into their schedules. LinkedIn is bringing this power to professional networking with its beta feature, in-feed video carousels. e feature allows you to showcase your expertise and add value quickly, inspire viewers to share your content with their networks, and stay ahead of your competitors. I know what you're thinking: How is this different from the videos already posted on LinkedIn? It all has to do with the algorithm. Your long, meticulously edited videos may feel perfect, but they most likely won't receive the reach you're aiming for. People want short, snackable content. ose are the posts that will get the best engagement and show up as a suggested post in your feed. Similarly in-feed video carousels contain content from accounts a user may not follow but relates to their interests on LinkedIn. When creating videos, be sure to consider what your target audience finds useful and engaging. Video creation is easier said than done, even if it's just a bite-size clip. Keep the following in mind: • Define your goals: Decide what you want the video to accomplish. Are you trying to entertain, inform, or inspire your audience? • Be intentional with your video: Quality matters. You have to be mindful of your words, visuals, and sounds while keeping it professional. Remember, this is LinkedIn. • Keep it short: ese videos should be snackable content and no longer than three minutes. Leave longer videos in your main feed. • Include a call-to-action: You must play the algorithm game to get your video seen by more people. Ask viewers to comment. Encourage viewers to comment and share stories about themselves. Having great content is useless if it doesn't stand out. Some strategies to get there are: • Text overlays: Text overlays are static words on a video that emphasize key points or add context to the video's talking points. ey are not captions and won't sync up to the video's audio. • Captions: Captions are dynamic words on a video that do sync up with a video's audio. ey are great for accessibility and ensure your viewers catch every word said. • Optimal posting times: Optimal posting times are when most of your followers are online or active and can change depending on the day, so review your analytics and post accordingly. • Consistency: Whether you post once a week or five days a week, LinkedIn will view you as an industry authority and show your content to more people. Decide on a schedule and stick to it. Other forms of content have their uses, but I encourage you to shake things up with short-form videos. If LinkedIn can change with the times, so can you. 6 THINGS I know about... ... why it's the best time to be an independent filmmaker in Central Mass. a paid family leave policy could sway their choice of employer. "More and more companies are implementing paid parental leave policies to attract and keep the right talent." Pre-planning leave. "e opportunity to establish the right tone begins the moment an employee informs you that they're expecting a child," Sarah Olin writes in the MIT Sloan Management Review. e initial conversation should be respectful and transparent. During this phase, managers should review the company's benefits for expectant families, explain how much leave is available, and flesh out a work plan. Some employees might want to receive project updates while on leave, while others may want to be le alone. Establishing expectations is key. Creating a positive return-to-work transition. A new parent will need support as they transition back to the office. is can include conversations about allowing remote days or reduced hours to ease back into their jobs. Supervisors should understand new parents may need to log off unexpectedly to take care of a newborn or privacy to do things like pump breast milk. A running to-do list and updates can help the entire team feel on the same page while the expectant team member is on parental leave. "It can be stressful when you're first told that you'll be down an employee during leave. But your job is to manage through this feeling, plan accordingly, and make the experience comfortable for everyone involved," Elyse Wallnutt writes for the website Her Agenda. W W W

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